Facebook is empowering all marketers on the social platform to get more in-depth metrics for their content and ad campaigns with the launch of a new self-service Atlas tool. The “Advance Measurement” functionality, which will be accessible via a new intuitive dashboard, provides a better overview of reach and engagement.
Facebook relaunched the current Atlas tech three years ago, but its cross-device ad measurement capabilities were previously restricted to the “largest enterprise marketers.” The tech giant is now expanding this functionality to the thousands of marketers using ad tools on Facebook so that they can determine just how their campaigns are performing and pinpoint content that is driving sales and other positive business outcomes.
While Facebook has opened up the multi-faceted toolset, it said that users will still have to possess some degree of marketing knowledge to use it effectively. There is no indication of when the functionality will launch, as Facebook said that it is too early to publish screenshots of the dashboard, though it will include tools focused on attribution and reach among others.
“We’ve seen this world become so much more complex where mobile is driving digital in measurement, especially cross-device measurement,” Facebook Product Marketing Director of Measurement Scott Shapiro said. “What we’ve done is taken the nuts and bolts of what Atlas can do and put it in an interface that’s available to tens or hundreds of thousands of marketers who are potentially less sophisticated but also the very sophisticated ones.”
The decision to release refined ad measurement tools has perhaps been influenced by Facebook’s admission that it had misreported metrics on several occasions. Nonetheless, it is good news for marketers, as they will now be able to optimise their campaigns more effectively. New recommendations from Econsultancy earlier this week urged brands to make use of more digital tools and analytics to improve content and ad performance.
Shapiro added: “These tools, because they’re going to be surfaced through our ads interfaces like Business Manager, will be highly acceptable and self-service, not just for the few largest marketers, so that many, many more businesses can understand the true impact.”